In my previous post, I discussed the 7 focus areas for the New New Product Owner, as well as the “Product Value Maximizer” focus area. In this post, we explore the “Product Marketplace Expert” focus area.

The New New Product Owner should be expertly aware of the marketplace for the product. They should constantly be gathering and re-gathering information and data regarding the marketplace, so that the product value is maximized. Getting out of touch with the marketplace can be a recipe for product disaster. Note here that the New New Product Owner may or may not be the one doing the legwork of gathering the marketplace data(they might delegate), but they should certainly be aware of the market research. Often times the New New Product Owner will delegate to others or to automation to aid them in obtaining the market data.Note that your market might be internal (IT software) or external (Saas, Consumer software). Either way, it’s important to gather the marketplace data.

With IT software, the market data will often include how the LOB(Line of Business) uses the software, as well as understanding the business function that the LOB executes on. Heavy interaction with those in the LOB will usually yield this data, or again, the New New Product Owner might delegate or rely on someone in the LOB to supply her with that data. A good starting point for gathering this data is understanding who your key stakeholders are.

Additionally, the New New Product Owner should never be afraid to change the vision or tactics based on marketplace changes. Being able to strategically re-pivot and capture value in new and different ways is one of the key benefits of an Agile mindset.

For a high quality class that focuses exclusively on the Product Owner role(the course is also great for key stakeholders!), see our Professional Scrum Product Owner class and contact us if you’re interested in one.

The New New Product Owner communicates all of this marketplace knowledge to the Scrum Team through daily ad hoc interactions as well as Product Backlog Management, Product Backlog Refinement, and in Sprint Reviews.

Knowing the market for your product can help you fulfill another key focus area, being The Product Visionary.

Preface: In the last 4 years, the Scrum Guide has had two very significant updates, including updates to the Product Owner role that have far reaching implications. In this article and the series that follows, I attempt to describe “The New New Product Owner” role in Scrum.

In a series of upcoming articles, I will detail the different focus areas that the modern Product Owner needs to concentrate on in order to fulfill their duties on a Scrum team.The New New Product Owner understands that she will likely need to execute these activities at different times, and that she might need to delegate to others in order to effectively produce software that maximizes ROI for the software development effort.

The first and most important focus area is for the Product Owner to be the “Product Value Maximizer.” There are lots of way to do this, but 3 key steps are involved:

Order the Product Backlog by (estimated) value.

Work with the Development team to get small increments of value to market quickly, for feedback. Release to market = in production, available to end users.

Rapidly assess value delivery feedback from the market, and then start over again at step #1.

These three steps will ensure that the New New Product Owner delivers “the right thing.”

Note that your market might be internal (IT software) or external (Saas, Consumer software). Either way, it’s important to get features into production quickly, and to assess whether we have “hit the target” with respect to value… or not. This quick release to production, every few weeks, is a key aspect of Agile software development.

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In future articles, I will detail the remaining six focus areas for the New New Product Owner:

For a high quality class that focuses exclusively on the Product Owner role(send your business stakeholders too!), see our Professional Scrum Product Owner class and contact us if you’re interested in one. We teach all over the USA.

User stories imply a completely different model: requirements by collaboration. Hand-overs are replaced by frequent involvement and discussions…. If requirements are just written down and handed over, this discussion does not happen. Even when such documents are called stories, by the time a team receives them, all the important decisions have already been made…. Try telling stories instead of writing down details. Use physical story cards, electronic ticketing systems and backlog management tools just as reminders for conversations…Engage business stakeholders and delivery team members in a discussion, look at a story from different perspectives and explore options. That’s the way to unlock the real benefits of working with user stories.

The User Story practice was always intended as a very close, verbal collaboration between the Dev Team and the PO/Customer. In modern times, you can achieve this very easily with good Product Backlog Refinement practices.

Anyway, it’s totally worth another five minutes of your time to read Gojko’s free chapter, and be sure to share it with your teams and organizations too!

Ebin Poovathany has written a wonderful article on how we should focus more on the verbal conversation aspects of User Stories rather than focusing too much attention on “writing” User Stories. I myself have written an article about this as well (See Trap #’s 1, 8, 10,and 13). It’s great to see that this topic is starting to get more attention in the industry.

As Ebin points out, using so called “User Story Templates” (“As a user, I want..”, “In order to…I want…”, etc) causes people to backslide into older waterfall habits, and creating the same old kinds of documents that we used to create in waterfall, along with the same old problems. He said this is sad, and as a User Story proponent, I agree. It’s a horrible misunderstanding, but it’s rampant in our industry. The User Story practice was always intended as a very close, verbal collaboration between the Dev Team and the PO/Customer. In modern times, you can achieve this very easily with good Product Backlog Refinement practices.

Anyway, it’s totally worth your five minutes to read Ebin’s article, and be sure to share it with your teams and organizations too!

To learn how to avoid User Story Traps and maximize your User Stories practice, see more info about our User Stories Class.

I wrote a skit for a presentation I did at MileHighAgile 2011 that demonstrates a team doing Product Backlog Grooming for a User Story. In the skit, backlog grooming is covered pretty well, with the one exception that estimation was not covered in the skit. You can read the script of the skit here:

A friend recently asked me this question:

What would you recommend in terms of the best book(s) to learn about Agile (Scrum) with XP practices? That is, if you had a team of developers who were newbies to Agile, Scrum, and XP, what books/articles would you give them to bring them up to speed on what they should be doing and how they should be doing it?

This question from my friend is a very tricky one, in that it is very broad and generic, and my friend gave me no extra team or organizational context to go on, so about all I can do is give a generic answer, and that is what I’ve done below. If you’re looking to combine Scrum with XP practices, be sure and see Kniberg’s book under “Scrum” below.

Don’t have time to read all of these? Well then, read the first couple from each category, and then continue working your way down each list.